Anti-aging
Estee Lauder dominated anti-aging sub-category, and ANR series related buzz dedicated most for EL anti-aging
Anti-aging online Buzz Allocation of 6 competitors, Q2 2009
Estee Lauder anti-aging Buzz Allocation, Q2 2009
Note: Total posts of anti-aging from 6 brands in Q2: 14,993
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Positive buzz of ANR series dominated Estee Lauder anti-aging category
Estee Estee Lauder Lauder
Sentiment allocation of Estee Lauder ANR series, Q2 2009
Negative
Positive
Note: Total buzz of Estee Lauder ANR: 5,100
Sample quote 右边是使用 ANR 十分钟后的一个效果。感觉对比还是十分明显的。下眼睑的干纹明显的 消褪了很多，眼睛显得没有那么大的疲惫感。而且触感很滋润、很有弹性。我自己比较 满意这个效果。 (link)//It is obvious to see the effect of ANR. Lines are obviously released, and my eyes looks not so tired. Furthermore, it feels moisture and stretch. I really appreciate such effect. 3
Estee Lauder
Estee Lauder campaign, ‘Looking for megranate code’, successfully ignited netizens curiosity, and actively search product messages from related Nutritious buzz accounted for 31.7% of all EL PV: 538,739; Replies: 1,420 posts anti-aging buzz, though most of which were product oriented, the campaign message on Lady salon gained 538,739 PVs and 1,420 replies. -Input megranate code to win product In this case, netizens would get the opportunity to be the lucky audience, who might be able to gain the product reward.
- Looking for megranate code from related posts Through this way, the campaign highly focused on product information delivery, and successfully inspirited netizens’ to looking for related messages actively.
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Renergie series products and Genifique contributed most for Lanc么me anti-aging subcategory
Lanc么me
Anti-aging online Buzz Allocation of Lanc么me, Q2 2009
Anti-aging online Buzz Allocation of 6 competitors, Q2 2009
Note: Total posts of Lanc么me anti-aging in Q2: 2,524.
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Lancôme
Renergie series products were frequently recommended online, especially regarding to eye cream Keywords frequency of Lancôme Renergie, Q2 2009 Texture Well-absorbed Price 质地 吸收 价格
34.0% High
31.4%
26.7%
AntiAge Group Fragrance Oxidation 适用年龄 气味 抗氧化 24.3%
16.3%
9.4%
Buzz Volume Percentage Low Note: TTL Renergie related posts in Q2 2009: 799.
Lancôme Renergie series were frequently recommended by netizens, especially for Renergie eye care, cause Yoka conducted a campaign ‘ The hottest commentator’ in April. Netizens praised functions: - Light Texture - Well-absorbed - Nice performance on Anti-Oxidation - Nice Fragrance However, part of consumers thought the series were suitable for older women, and price was too expensive. 6
Lancôme
Online sharing of Lancôme new launch publication, not only aroused netizens curious of Genifique, but also successfully delivered luxury brand image -Luxury image was successfully
delivered to netizens, since netizens considered the Genifique package was so luxury.
- Netizens showed their interests on Genifique, and eager to know how to be invited to kind of campaigns. Sample quote:
link
好时尚的一个发布会哦。羡慕 LZ 有这么好的 机会 (link)// How fashion the publication is, I so admired LZ had such an excellent opportunity. 我好喜欢那个包装礼盒哦，看上去就有点奢 华的感觉，呵呵 (link)// I like the gift package so much, it looks so luxury. 我也是忠实用户 , 为什么没有被邀请啊 ?? (link)// Why not invite me to the publication event, I am also a loyal fan of Lancôme. 7
Lancôme Lancôme
Usage report dedicated most for Genifique online buzz, and successfully attracted netizens’ participation Buzz tracking of Genifique, Q2 2009
Genifique Buzz allocation of usage report related, Q2 2009
-Posting rate (No. of Posts/No. of Conversations) of Genifique related buzz was pretty high, cause lots of netizens showed their interests on this product and participated in the conversation. -In terms of buzz allocation, usage report from efluencers dedicated most of Genifique overall buzz.
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Efluencers’ usage experience sharing successfully aroused netizens’ curious about Genifique
Lancôme Lancôme
-Netizens were wondering the launch time of Genifique
-They also confused if the Genifique was suitable for the youth, and the appropriate age range for Genifique Sample quote 兰蔻的新品，什么时候上市哦。 (link)// New launch of Lancôme, when will it be sold? 兰蔻的好东东。偶喜欢。可是都不适合我用 的，我只有给妈妈用 (link)// Nice case of Lancôme, I like it. However, it was not fit for my age. I always give it to my mother. 感觉瓶子好小哦 ~~ 这是化妆水还是精华液？ (link)// So mini the bottle is~~~ it that a lotion or essence? 这是精华还是什么啊？柜面上有了吗？ (link)// Is that an essence or what? Can I buy it in the shop? 9
Lancôme
Free sample campaign of Genifique conducted on Rayli successfully caught netizens’ eyeballs
Participants were able to get free sample through gathering Genifique drippings, by inviting friends to click the Genifique drip tube. This approach facilitated the campaign from two angles: -Netizens voluntarily helped to promote the campaign, since they were willing to invite other netizens to contribute his/her dripping collection -This approach also facilitated communications among brand fans, since netizens actively helped each other to get the Genifique drippings.
Status of participants 25,973 dripping 25,832 dripping 23,904 dripping
Sample quote: 我已经帮你滴哦，记得回滴哦。我只要五 ML ，谢谢。 (link)// I’ ve already helped you, please remember to help me too.. I just want 5ml sample, thanks. link 10
Lancôme Lancôme
Regarding to Genifique notification event, most of netizens still worked on dripping collection game, though part of netizens were disappointed of the brand Once the Genifique campaign notification was released, related buzz were boosted afterward. Though part of netizens complained it was not mature to do so as a luxury brand, most of participants still enjoyed the game. On the other hand, it also showed that netizens paid close attention on Lancôme from the other angle. Sample quote: 就是咱吧里的人员这么强，怕他， 75 滴就 75 (link)// We are mighty members of Zhuanke8 (a campaign oriented community), and we are not afraid, it is ok to gather 75 dripping. 第一次提交了十份，不知道能不能给 (link)// I submitted 10 pieces for the first time, but I have no idea whether the sample would be sent.
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Online buzz of Genifique was mainly driven by campaign, while EL ANR buzz was relatively steady and natural talk oriented
Lancôme Lancôme
June July Posts Posters Conversations Posts Posters Conversations Lancôm 52 40 4 677 435 36 e Genifiqu e Lancôme 459 206 591 Estee 385 Lauder 189ANR EL ANR 668 Genifique
link
Sample quote:
Sample quote:
我已经帮你滴哦，记得回滴哦。我只要五 ML ，谢谢。 (link)// I’ ve already helped you, please remember to help me too.. I just want 5ml sample, thanks.
ANR 家族，以前晒过的，看看瓶子就知 道它们是我的大爱了 (link)// ANR series, I’ ve “ shai” it before, you know they are my favorite. 12
Regarding to EL New Advanced Night Repair, campaign ‘Age guessing’ successfully gained netizens’ attention Age guessing
Estee Estee Lauder Lauder
-‘Age guessing’ campaign highlighted the age topic, and closely linked to EL new launch. -The game also arouse netizens curious and effectively gathered 112,126 participants. Copy to friends
Share to: Kaixin001; MSN live
- The campaign messages could be easily copied/pasted for friends through SNS contacting list, which convenient for campaign promotion.
link 13
Estee Estee Lauder Lauder
Campaign ‘Go back to 5 years before, to discover young skin DNA truth’ was conducted on EL Lady salon 1. Choose Photo
2. Your messages
Photo was revised to be more younger
3. Confirm
link
Through photo comparison between present and 5 years before, the campaign arouse netizens’ expect of the new launch. The campaign also effectively connected the topic with age issues, to emphasis its anti-aging function. 14
Estee Estee Lauder Lauder
Campaign review: Lancôme Genifique V.S. Estee Lauder New Advanced Night Repair Genifique campaign Offline new launch publication and efluencers’ usage Presharing successfully sale arouse netizens curious Inviting of Netizens invited friends to help gathering Genifique. approac dripping through URL link. h Lancôme dripping game was entertainment oriented, though it Topic relevanc successfully attracted netizens’ eyeball, it did not associated with e anti-aging topic so much.25,973 dripping
EL New ANR campaign Messages released on Lady Salon did not gained so many replies so far. 53 replies so far
EL adopt SNS platform for friends inviting. Friends in Kaixin friend circle and MSN contacting list could be invited together. The campaign effectively connected the topic with age issues, to emphasis its antiaging function, and arouse netizens’ interests of the new launch.
25,832 dripping 23,904 dripping
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Da-Ren
Yoka Yoka
Yoka turned to be the pioneer of Daren recruit ‘Grass root Daren’ recruit
link
Yoka utilized netizens intelligence to solve netizens’ problems, and encouraged this by offering ‘ Grass Root Expert’ honor. It would be more powerful and farsighted for community further development, without time or human resource limited.
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Clinique Clinique
Clinique also adopted netizens recruit method to conduct CL-mate project
Clinique CL-mate recruit campaign started
link -Clinique established a Cosmetic University to deliver systematical skincare knowledge It was a fresh way to catch netizens’ attentions, and the knowledge was also categorized very clear and easy to read. -CL-mate project effectively leveraged brand fans’ power This campaign encouraged brand fans to answer netizens’ questions, by rewarding with Clinique products. Through this way, not only solved online enquiries, but also found loyal brand fans was well. 18
Yoka Yoka
Yoka turned to be the pioneer of Daren recruit – Build online professional cosmetic Daren group Cosmetic Cosmetic expert expert
Top 10 participants, who gave the best answer would be identified as Yoka professional daren. -Collaborated with famous experts Yoka cooperated skincare expert Niu’ er and makeup expert Kevin to build online professional cosmetic Daren group.
link Daren Daren assignment assignment
-Participating approach Netizens had to answer questions with high quality to show their professional cosmetic methodology, which would be evaluated for Daren selection.
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Yoka turned to be the pioneer of Daren recruit To attract netizens’ participation by offering opportunities of fashion events
Yoka Yoka
Merits to be Yoka professional Daren: -Prior opportunity to get free trial -Have the chance to present brand campaign or fashion party -Will be able to be invited or recruited by fashion brand as a professional daren
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Daren Daren
Luxury brand also collaborated with community to recruit brand Daren, which convenient for further campaign
1.What is Dior Daren group? It is a platform on Onlylady for Dior products usage sharing. 2. Difference between Dior Daren and other free trial group? Dior Daren are identified by the brand for long term strategy, who have the priority to get Dior sample for further campaign.
link
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Aim for Daren recruit - To recruit brand Daren would be a win-win strategy for long term development Benefits for brand Daren -Prior opportunity to get brand free trial Online sampling
Offline
-Have the chance to attend brand campaign or fashion party with famous celebrities
Daren Daren
Benefits for brand -Brand efluencers could be identified for long term campaign collaboration. Then brand do not have to looking for efluencers each time online campaign conducted, and these Daren could also be cultivated as loyal brand fans, to bring out their impact on communities, where they used to be.
-As associate with the brand, Daren would be able to build consistent image for the brand, which could be utilized by Brand, to enlarge online influencer for offline campaign
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How to utilize Daren power - Build brand systematical evaluating platform, basing on Daren’s influence
Daren Daren
Pclady offered a public evaluating platform, which could be utilized by brand and brand Daren.
New trial
-First of all, online comments New evaluation and natural talk probably supply valuable clues for brand further product development. -The section had already gathered numerous fans, and could be a nice platform for brand free trial campaign. -Then brand Daren could give comments in New Evaluation section, which is convenient for netizens to search for relevant information. -Special column could also be conducted for active users, which might be attracting for
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Daren Daren
Maintain Daren relationship – Through combining online & offline together, guide efluencers to lead followers, and also facilitate for online relationship
link
Onlylady conducted an offline party for community Daren group, it successfully gathered netizens who enjoyed same interests, and facilitated Daren’ s friendship. Merits of combining online and offline campaign - Through offline gathering, netizens were able to communicate with each other face to face, which usually could effectively enhance the online relationship. -In addition, if offer the efluencers power to conduct offline gathering, then enlarge the sharing tips and feedbacks online, that would be effectively enlarge gathering impact, without any district or human resource limited.
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Research Methodology
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CIC IS UNIQUE: Our analysts use proprietary technology to help you make sense of the buzz Using proprietary technology, CIC tracks tens of millions of BBS and blog messages every month to tell you how much talk there is, who’s talking, where they are talking, and if the talk is good or bad. Most importantly, our analysts tell you what it all means and what you can/should do about it. PROPRIETARY PROPRIETARY TECHNOLOGY TECHNOLOGY
UNMATCHED IWOM IWOM UNMATCHED EXPERIENCE EXPERIENCE
EXPERT EXPERT ANALYSTS ANALYSTS
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CIC data buzz measurement process Identify relevant source of online conversation source
Data Collection
Using customized tools and industry term library collecting data Filter out irrelevant and duplicate data and assess data quality Eexperts construct product & driver categorization
Data Mining
Data mining by powerful natural language mining tools Human quality assurance for data mining result
Using customized tools to analyze buzz volume and content
Data Analysis
Experienced analyst to dig out insights behind IWOM dynamics Buzz findings Delivery on regular basis in flexible format
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Research Methodology - CIC data buzz measurement KEY indicators / abbreviations •Conversation ( 对话 ): several posts set which including topic posts and reply posts, commonly more than one post •Post ( 帖子 ): the message posted via online social media •Conversation Participation Rate (CPR): average post no. in every conversation •Poster ( 发帖人 ): the person posted the message •Buzz Volume ( 讨论量 ): the number of posts relevant to the Buzz •Product Buzz ( 产品讨论 ): the post relevant to some industry/brand/product •Buzz Driver ( 网络讨论要素 ): the post relevant to a specific aspect of the industry/brand/product such price, advertisement, package, spokesman, etc. •E-influencer ( 网络社区意见领袖 ): most active posters, who post more and build some buzz influence
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Research Methodology
- Product Buzz evaluation, to identify which product is being discussed Lanc么meProject Project Lanc么me Lanc么me Lanc么me
Whitening Whitening Product Tree Data Mining
Product Tree
Anti-aging Anti-aging
shiseido shiseido
According to nature of online discussion, our experts will construct suitable product buzz categorization via powerful natural language mining tools
Whitening Whitening
Anti-aging Anti-aging
SHISEIDO SHISEIDO
Note: the tree showed here is a small part of the product tree, which for example. 29
Research Methodology
- Buzz Driver evaluation, to identify which aspect of products is being discussed Lanc么meProject Project Lanc么me Productfeature feature Product Fragrance Fragrance
Driver Tree
Foam Foam Result Result
Driver Tree Data Mining According to nature of online discussion, our experts will construct buzz driver categorization via powerful natural language mining tools
Mascararesult result Mascara Lipsresult result Lips Crisis Crisis
Note: the tree showed here is a small part of the drive tree, which for example. 30
Research Methodology
- for each product or driver term mention, we identify them by many related keywords For Example: Brand name: Lancôme Keywords: Lancôme, 兰蔻 , 蓝蔻 , 兰寇 Product name: Hydra Zen Keywords: Hydra Zen, 水份缘 , 水粉缘 , 水分缘 Drive term: Eye problem Keywords: 眼袋，黑眼圈，浮肿，皱纹，细纹， 表情纹 Note: each item has many keywords to ensure the coverage and accuracy of collected data. 31
Research Methodology
- CIC data buzz measurement coverage Buzz Volume • How many mentions of L’ Oreal brand, products and campaigns? • How many mentions of Pantene? • How many mentions of L’ Oreal /Pantene associated with each other? ……
Buzz Content • What are they talking about L’Oreal brand, products and campaigns? • What are they talking about Pantene? • What are the key element / features of L’ Oreal product they care about? ……
Buzz Sentiment • What are their feelings about L’Oreal brand, products and campaigns • What are their attitudes toward Pantene? • Which online marketing promotions do they like or dislike? ……
Buzz Source • Where are they talking about L’Oreal and Pantene? • Which type of social media platforms generate most of Chivas buzz? • Where can L’ Oreal strengthen your online social media placement ……
E-fluencer • Who are JW and L’Oreal fans? • Where are L’Oreal fans talking about L’Oreal (which site and which forums)? • Who are influencing and leading others’ opinions? ……
Note: various research objective and scope may have different combination of buzz measurement coverage 32